2016 netcomm - adroll workshop
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Transcript of 2016 netcomm - adroll workshop
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Giuseppe FresuCountry Sales Manager Italy
@AdRoll
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25,000 customers in over 150 countries
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Adroll in ItaliaValentino Volonghi
CTO Adroll
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• Panoramica sul Retargeting• First-party data: di cosa si tratta e quanto sono Importanti?• Programmatic: Cos’e’? Come Funziona?• Programmatic & First Party Data: Retargeting • Consigli ed Esempi pratici su come creare campagne di
retargeting: l’Esempio di Emozione3• Q&A
Agenda
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Retargeting: Panoramica
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What is first-party data?
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MaleAge 32
Milan, Italy
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Programmatic Buying
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Programmatic Benefits
Scale
Cost EfficientInstant
One Platform
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First-Party Data + Programmatic =Effective Retargeting
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Consigli pratici
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• Keep it simple• Be bold with your colours and
fonts• Keep the brand prominent• Entice your customers with offers
or discounts• Call-to-action• Test test test
Creative Creative is key
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Adroll & Emozione3 Esempio pratico di strategia avanzata Retargeting + Prospecting
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Comportamento Utente Online?
DESKTOP MOBILE
CERCA
TESTO
SCOPRE
IMMAGINI
Come si collega online
Come interagisce online
Cosa attrae la sua attenzione
2015IERI DOMANI
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eCommerce Marketing
INTERESSAMENTO CONVINCIMENTO VENDITA
Far conoscere un prodotto/servizio in vendita online agli utenti web, mobile e social• Campagne Display• Campagne Search• Campagne Social
Sviluppare strategie di convincimento utenti interessati che ancora non hanno acquistato tramite il RE-TARGETING• Ideare elementi di forzatura convincimento• Sviluppare Banners che stimolino il
convincimento• Creare campagne RE-TARGETING multiple:
• Utenti che hanno visitato specifiche aree del sito;
• Utenti che sono tornati oltre 2 volte senza acquistare;
Campagne PROSPECTING Campagne RE-TARGETING
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CONVINCERE con il RE-TARGETING
Il RE-TARGETING per l’utente non deve essere un fastidio ma una opportunità.
Vantaggi per Utente
• Mostra contenuti pubblicitari solo di interesse
• Ricorda offerte commerciali abbandonate• Mette in evidenza offerte speciali
relazionate a prodotti già acquistati
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Perchè AdRoll
• Piattaforma Self-Service• Campaign Management
Esperto• Behavioral Prospecting• Multi-Canale• Facebook Dynamic Ads
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Interessare (Prospecting Behavioral)
Usare elementi di attrazione attenzione come: oggetto campagna (Regalo Natale), Prezzo (più basso), Immagine (natalizia).
Obiettivo: Portare per la prima volta utenza nel sito di eCommerce
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Campagne Prospecting Behavioral
Mostrare annunci pubblicitari SOLO ad utenti con elementi comportamentali simili ai diversi target analizzati nel sito ecommerce tra cui Clienti Acquirenti
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Analisi Comportamentale (OnSite)
Targets per campagne di ReTargeting
Per mezzo dei TAG, creazione di liste utenza che negli ultimi 30 gg ha visitato determinate aree/prodotti del sito
eCommerce.
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Convincere (ReTargeting Web/Mobile)
BANNER DINAMICO
BANNER STATICO
TAG Avanzato• Scheda Prodotto• Carrello (abbandono)
TAG Semplice• Home / Search• LandingPage• Category
Uso dello sconto aggressivo con limite temporale
come elemento di convincimento
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Convincere (ReTargeting Facebook)
BANNER DINAMICO
BANNER STATICO
TAG Avanzato• Scheda Prodotto• Carrello (abbandono)
TAG Semplice• Home / Search• LandingPage• Category
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Cross Device Funnel (Mobile Optimized)
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Camagne ReTargeting
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Risultato Finale AdRoll
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Risultato eCommerce
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Successo con ReTargeting
Per avere successo con il ReTargeting, fondamentale cambiare modalità di analisi
dei risultato da Lastclick (assegnare conversione all’ultimo canale) a Multi-Channel, dove il valore 100% di una
conversione viene ripartita per i canali che hanno contribuito alla conversione.
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Q&A
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Connect with us
Giuseppe FresuVisit Stand D12
Email: [email protected] Linkedin: @Giuseppe Fresu
GabrieleEmail:
Linkedin:
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